Reels on Facebook and Instagram outperform Tiktok clips on driving views.

If you’re looking to update your content plan in 2024, you should probably consider adding more Reels video clips into your mix.

If you're considering updating your content plan for 2024, it's advisable to incorporate a higher number of Reels video clips. This suggestion stems from Emplifi's latest video performance analysis, which involved reviewing numerous posts on Facebook, Instagram, and TikTok to gain deeper insights into audience preferences and current brand posting trends.

The overarching finding is that Reels emerges as the most successful content format. In an examination of over 1,300 brand profiles on Instagram and its TikTok sister platform, Emplifi discovered that Instagram Reels generated significantly more views. Notably, longer Reels clips demonstrated the best performance, surpassing shorter ones. For instance, short Reels (under 30 seconds) garnered a median of 6,145 views, while medium-length Reels (30 to 90 seconds) earned a median of 7,830 views, as depicted in the accompanying chart.

Interestingly, Reels surpassed TikTok in terms of view counts, challenging the prevailing perception of TikTok as the more prominent platform. This observation pertains specifically to brand content and general statistics, so individual audience dynamics may differ. Nevertheless, the robust performance of Reels clips, especially longer ones, is noteworthy.

On the Facebook front, Emplifi's data indicates that Reels outshine regular video uploads by a significant margin, attracting more than three times the median views compared to other video content on the platform. This aligns with Meta's broader focus on Reels as a crucial engagement driver across its applications.

Considering this trend could play a pivotal role in your content planning, potentially enhancing reach and engagement across Meta's apps. It's essential to recognise that individual outcomes may vary based on your audience. Despite Reels' popularity, Emplifi highlights that brands continue to post a higher volume of Stories on Instagram, emphasizing the enduring significance of this format.

You can check out Emplifi’s full report here.